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Tuesday, February 5, 2013

How to create a Public Relation (PR) plan?

Public Relations or PR plan is the basis for
your public relations program. Public Relations plans can either be
company-wide (improving the identity of a company) or they may focus on a
specific product line, product or service. Below is a template of what a
typical public relation plan would look like.

1. Executive Summary

Here
you put a brief synopsis of what the plan is trying to address, and the time
frame involved in carrying out the plan.

2. Communication Method

Develop your plan of attack.

What communication vehicles

will you
use to get your message

to the public? Examples

may include:

- Press releases

- Articles

- Customer Success Stories

- Letters to the Editor

- Press Conferences, Interview, or
Media Tours

- Radio, Television, or Press
Interviews

- Seminars or Speaking Engagements - Event Sponsorships

3. Background

Define the background of your public relations plan. Too often,
business owners say the background is to “raise awareness” when they really
want to achieve much more. As a business owner, you want to do more than merely
raise awareness of your business.

4. SWOT/Situation Analysis

Here you describe the situation in context of what the plan is
trying to address. What is the current public opinion of the subject of the
plan? How does it compare in the public’s eye to its closest competitors?

5. Message Statement

Draft the messages statement of your public relations plan. Make
sure they are consistent but not necessarily identical among your various
public.

6. Key Audience

Here the PR person would list who are primary audiences are that
he/she wants to
impact through this plan.

7. Key
Message

Key messages are something you want to impress upon your target audience.
Too many messages create “noise” and confusion, reducing the possibility that
your most important messages will get through.

8. Budget

The total budget will be a single line item; individual expenses
will be noted in another section.

9. Implementation
Plan

Develop a detailed task list and timetable so you can implement
your public relations tactics with maximum efficiency. The success of your
public relations plan will largely depend on your ability to make deadlines
stick.

10.
Monitoring and Evaluation

Once your PR plan is completed, evaluate whether your objectives
have been met. If not, determine why. Add these to the measurement section and
make it part of your completed PR plan for historical reference.

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